Thumbs at the ready, Marc Jacobs Fragrances is swapping tweets for treats. On August 15th, the luxury fashion house is opening a money-free pop-up in Covent Garden and social media will be the only currency accepted in-store.
Tweets with the hashtag #MJDaisyChain will be turned into in-store credit and people who upload a photo with their tweet will get a bigger reward.
If you create forty characters of fashion perfection, you could take home an even better prize. The most creative tweet every day will receive a Marc by Marc Jacobs handbag.
We imagine that the tweet judging process will be very similar to that of America’s Next Top Model, with extra points to smizing, being fierce and rocking that hashtag.
The Daisy Marc Jacobs Tweet Shop will, most importantly, include free Wi-Fi. There will be a social media orientated lounge and customers will also be able to enjoy drinks, a nail bar, a Daisy photo booth and a DJ set by Hana Hanra.
Marc Jacobs created a similar pop-up store in New York during fashion week this February. At the Manhattan store, customers could exchange Facebook and Instagram posts, as well as tweets, for prizes. Each customer who did so received a gift, such as perfume or a necklace, and the most creative social media poster won a handbag.
The brand also blends digital and physical commerce in the Dream Room, a new fragrance installation at London’s Westfield White City Shopping Centre. Customers are invited to upload their dreams via an iPad in a space themed around the Daisy Dream fragrance. Each participant has the opportunity to win a shopping trip.
The Daisy Marc Jacobs Tweet Shop is an inspired way for the brand to convert its huge online presence into engagement in-store and to say thank you to its online fans. By creating a money-free pop-up, the brand shows it understands the value of social currency and that online buzz is priceless.
The Daisy Marc Jacobs Tweet Shop will be open on August 15th to 17th, from 10am-8pm on Friday and Saturday and 10pm-6pm on Sunday. It will be located at 4 East Piazza, Covent Garden, London WC2E 8HD.